Simply Be launches new fit-focused campaign
Called No More Bad Fit, it’s all about “challenging the fashion industry and calling for an end to bad fit, after a survey revealed 99% of women feel frustrated with inconsistent sizing in the industry, and 90% often order multiple sizes in order to find the best fit”.
Its survey — conducted in late February — also found that 81% of women compromise comfort for on-trend fashion and only a tiny “3% find it easy shopping for perfect fitting fashion”.
With that in mind, Simply Be is communicating its own approach to fit in the new campaign. The company said: “To make a stand, Simply Be is unequivocally revealing its secrets to creating the perfect fit through its clever design, technology, and style standards.”
It said this approach includes “adjustable elements for flexibility, and clever little details that make a big impact, so it can create fashion that’s enjoyable to wear and will accommodate changes and fluctuations in a woman’s shape. No need to worry about bloating”.
It also said it uses “clever seaming to enhance shape such as back yokes and darts”; builds stretch into garments to ensure comfort and ease of movement (especially the denim range); it fits its products on real women and multiple body shapes; and its “digital equipment stands out from the crowd”.
On the latter front, that means using a 3D scanner to collate body measurements from real women, which can then be used to adapt pattern blocks.
It’s certainly an interesting campaign. And given the increase in the number of returns post-pandemic (much of this because of fit problems) communicating an enlightened approach to fit would clearly be a big plus for many consumers.
With a focus on creating clothes for women of all shapes, the brand is moving away from just being known as a ‘plus size’ label and “becoming one of the UK’s most inclusive brands, with on-trend pieces available in sizes 10-32, meaning everyone can get in on the action,” it said.
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